Overview:
Facing fierce competition from the rise of lab-grown diamonds and consumers’ misconceptions, two diamond brands collaborated on
a global campaign to reaffirm the value of natural diamonds. Through multiple rounds of art direction search, the final design conveyed the luxurious, timeless, and romantic nature of natural diamonds.
Created with Keynote and adapted for Google Slides.
Natural Diamonds
Process
Drafting timeless layouts
First, I began by exploring various keywords associated with natural diamonds, ultimately selecting "luxurious," "timeless," and "bold". I then experimented with layouts that convey these keywords, using elements like all-caps for headlines and ample white space.
Rounds of art direction search
The initial art direction was close-up photography of diamonds. However, we found that these images did not convey the desired luxurious feel yet making the overall design feel flat and unengaging. We then revisited the keywords, and found a keyword within the main theme, "natural".
I then did the research on the formation of natural diamonds and discovered keywords such as "volcanic eruption," "high pressure and temperature," and "below earth's surface". This had led us to a whole new art direction of rugged yet beautiful imagery of these environments highlighted the journey of diamonds, providing a richer narrative and a more dynamic visual appeal.
Collaborating with Creative Directors
After the initial meeting with the client, the team adopted the "romantic" theme.
I then collaborated with Creative Directors to find photography of couples that gave off a luxurious, modern yet timeless vibe.
Process
Overview:
In June 2023, MullenLowe introduced a new global identity, gaining significant industry recognitions. Despite the rebrand's success, the agency faced a low advancement rate in new business opportunities.
To address this, I worked on redesigning the Agency Credentials, focusing on the brand’s core values and a structured grid layout.